Sony Bounces 20 Million Into Epic Ad Campaign
A epic new TV commercial for electronics giant Sony looks set to rival the likes of Honda’s infamous ‘Cog’ in the complexity and audacity stakes, featuring thousands of brightly coloured balls being hurled down San Francisco’s notoriously inclined streets.
The commercial, which weighs in at two minutes thirty seconds, will be screened during the Chelsea v. Manchester United match on 6 November, dominating the entire ad break on Sky Sports.
Created by Fallon London and directed by Nicolai Fugslig, the campaign to promote Sony’s new BRAVIA TV products took months of planning between authorities and film crews, with supervision from the San Francisco police department ensuring that streets were closed before a quarter of a million brightly coloured bouncy balls were unleashed upon the city.
The commercial’s strapline reads “Colour like no other”, while slow-motion filming of the bizarre sight is sure to grab attention.
Sony clearly hope to grab attention with the execution, which is being billed as an appointment to view event in its own right.
Following the ‘roadblock’ commercial on Sky Sports, the ad will run in 60″ and 30″ versions on TV and cinema, as well as being screened across Europe and in Australia and New Zealand in the run-up to Christmas.
As well as the TV spot, Fallon has created press, outdoor and in-store promotional advertising, pushing the campaign’s overall cost to €30 million (£20 million).
Richard Flintham, creative director at Fallon said: “I’d like to think that we’ve produced communications that both reflect a company as dynamic as Sony and live up to the ‘like no other’ promise.”
David Patton, senior vice president of communications at Sony Europe added: “The new range of BRAVIA televisions represents a step change for Sony. It was important that the communications activity to launch the brand moved on in the same way.”
Epic and distinctive adverts are being employed increasingly by companies keen to achieve standout in an otherwise cluttered television market. Adverts such as Honda’s Cog and the latest from Sony are able to generate publicity of their own far beyond the TV screen, as was demonstrated by the press attention devoted to the Honda execution (see Honda Tops Latest Ads That Make News Survey).
Sony: www.sony.com